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From Collective Selection to Individual Style: A Symbolic Transfer in Fashion
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2012 (English)In: Journal of Global Fashion Marketing, ISSN 2093-2685, Vol. 3, no 1, p. 5-11Article in journal (Refereed) Published
Abstract [en]

The paper aims to uncover the reasons why fashion appears in terms of collective selection in a movement towards individual style in the way people dress. Here, fashion is viewed in terms of collective fashion trends and personal style. Thus, it is the clothes, dressing habits, and garments that are observed in the research. The paper shows how the theory of symbolic interactionism can be used as an analytical tool to bring transparency to the movement from collective selection towards individual style in the fashion industry. This theoretical approach, which is connected to social interaction helps avoid the classical research trap of making statements through the study of cause and effect. The analysis is made based on examples of meanings created around the garment through an observation of the process from the initial meaning the person gives to as a symbol in social interaction, to the final stage when it becomes an individual style. There are four such phases that together create the final picture of why fashion is heading towards individual style. All these phases have different sources, and naturally provide different answers to the initial research question in this paper. Once the garment is turned into an individual style and, as customers seek more details in garments, there then occur a collapse of the “total look” towards hyper individuality.

Place, publisher, year, edition, pages
2012. Vol. 3, no 1, p. 5-11
Keyword [en]
Fashion, Collective selection, Social interaction, Symbol, Individual style
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Research subject
Sociology
Identifiers
URN: urn:nbn:se:su:diva-74741DOI: 10.1080/20932685.2012.10593102OAI: oai:DiVA.org:su-74741DiVA, id: diva2:511668
Available from: 2012-03-22 Created: 2012-03-22 Last updated: 2018-01-25Bibliographically approved

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Preiholt, Håkan
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